Feb 12 How Your Logo Can Affect Your Brand Image

Your entire brand identity rests on the elements that go into your brand’s design. This includes your business name, tagline, message and, the face of the brand -- your logo. While your business logo is small, it is powerful.

Your logo will communicate your brand’s message to your audience, so it’s important that it is designed with intention. Each element that goes into a logo design plays a unique role in telling your brand’s story and building a brand personality that resonates with your target audience.

Here’s how your brand’s logo can have a major effect on your overall brand image.

Shape

The shape of your logo is the first thing to be considered when going through the design process, even if you choose to go with text only. Round, angular, abstract -- they all resonate differently with an audience and communicate a different message.

Circles, for example, provide a sense of community and appear friendly, while rectangular logos are familiar and trustworthy to consumers. A lot of perceptions can be formed from just the shape of your logo, so it’s important to figure out the personality of your brand, the message you want to communicate, and the feelings your audience will associate with it.

Color

The color of your brand’s logo is also a standout element of your overall brand identity. Almost 85% of people think that color accounts for more than half of among other factors when choosing products.

Basically, color is a big deal for consumers! It’s important to do some research about which feelings are associated with which colors before choosing one for your brand’s logo. Yellow typically means happy, welcoming, or optimistic while blue can be calm, trustworthy, or professional.

This all goes back to how you want your business to be perceived and what your brand’s personality is.

Font

The font of your logo (if your logo includes text) is another element that should match your brand’s personality. Each font family, whether it’s Serif, Sans Serif, Script or another novelty or display font, represents a different style and communicates a specific message.

If you were to use a Serif font like Times New Roman, for example, your brand would likely be seen as traditional, respectable, and trustworthy. On the other hand, if your logo uses Script font, your brand would be seen as creative, whimsical or feminine.

Consider who your target audience is, as well as the other elements of your logo to make sure the font is on-brand and communicates your message accurately.

Contact a Logo Designer in Denver

Val Dudka Design Company creates websites, logos and brand books that help businesses in the Denver area and beyond tell their story. Let us manage your graphic design needs so you can continue doing what you do best. Reach out to us online to get started today!